That’s pretty much it. Businesses are always focused on output – and so they engage designers, copywriters, web developers etc to help them ‘get themselves out there’.

The problem with this approach is that organisations that work at the level of output may well appreciate the value of vision & strategy – but do not have the experience or skill to be able to develop them further.

Many of these organisations will attempt to put their clients on the right path, but that makes as much sense as someone like me trying to tidy up some creative work in Photoshop – I can fumble my way around, but ultimately I have absolutely no idea what I’m doing.

Stop thinking that vision, strategy, and output are separate entitles – aligning them creates powerful company. When you give authority to separate outputs (designers, programmers etc) who don’t understand strategy and vision, the outputs take on the role of strategy and the vision gets messed up.

When the vision is clarified, strategy is more precise, outputs produce better because of this understanding of strategy/vision.

Am I on the right track?